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#CaseStudy: Vehicle launch for Auto giant with Multicultural targeting

Goal

A global automotive manufacturer which had launched it’s new electric car brand in US wanted to lower CPA by 30%, by employing Multicultural Targeting in addition to build awareness and brand recall.

Campaign objectives

  • To Drive awareness for a new electric hybrid car, amongst tech savvy South Asian Audiences
  • Reach out to in-market auto buyers inclined towards buying clean tech cars
  • Drive quality visitors and optimize for actions on the site including apply for test drive, brochure download, dealer contact etc

Solution

YOptima team followed a mix of advanced audience and targeting strategies to drive outcomes and substantial value for the Client

  • The Team accurately targeted South Asian audiences who were tech savvy with a further higher budget allocation for audiences in the Bay Area.
  • YOptima built lookalikes of the Car’s best converting customers. This was achieved through AudienceX proprietary DMP for lookalike modeling, to create a unified consumer journey across myriad digital touchpoints
  • Competitive audience clusters were built by analyzing consumers’ affinity patterns towards Client’s competing brands which were then further targeted.
  • Further a differentiated targeting strategy was followed between In-market buyers vs. Auto Enthusiasts to optimize mix between awareness vs. consideration.

Results

  • 230% lift in the total conversion volume from 1st phase to last phase
  • 30% drop in the overall CPA
  • 2 Million+ overall audience reach till date for the automotive brand through YOptima campaign
  • 20K unique quality visits to the website

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